Subject Index
 

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was als ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product sectors against highly renowned brands with higher market shares and communication ex ...

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new divisio ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yo ...

With more than 860 stores and sales of $20.4 billion, Minneapolis, Minnesota-based Target in 1998 pursued a broad-based advertising and marketing effort designed to further an upscale image and brin ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

Japanese electronics company Sharp Corp. had experienced limited success in television manufacturing and was a lackluster brand in the United States until a change in leadership in the late 1990s resu ...

Well known for its pricey sports cars, German automaker Porsche AG and its American subsidiary, Porsche Cars North America Inc., began to change directions following a sales slump in the early 1990s. ...

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan b ...

In the 1970s and 1980s the luxury component of the U.S. auto market stayed relatively immune from the threats of Japanese competition, which was able to zero in on the budget and mid-priced segments ...

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...

Rolex, the Geneva-based maker of ultra-high-quality and high-priced timepieces, had at one time or another sponsored the Wimbledon tennis tournament as well as the PGA and LPGA golf circuits, and its ...

With the arrival of the brand-new SL500, Mercedes-Benz USA (MBUSA) wished to gain the number one spot in the U.S. luxury-automobile market. At the time it sat in third place, behind BMW and Lexus. M ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old company also sells a growing number of ...

In 1996 John Hancock Financial Services, Inc. (then called John Hancock Mutual Life Insurance Company), began updating its acclaimed "Real Life, Real Answers" campaign, which had been ...

JetBlue Airways was the brainchild of David Neeleman, an aviation expert. It was Neeleman's third foray into start-up discount airlines; he launched the Salt Lake City, Utah-based Morris Air in ...

In 2000 ING Groep N.V. (spelled ING Group in the United States) was a financial powerhouse in Europe, offering a diverse range of insurance, banking, and asset-management services through offices in 6 ...

Ownership of the Hilton Hotel brand had been split apart in 1964. As a result, the hotel chain was controlled by two distinct groups—Hilton Hotel Corporation (HHC), which held the rights to the ...

In June 2003 the DirecTV Group, Inc., provider of satellite television, launched a new marketing campaign featuring commercials with A-list Hollywood actors giving dramatic readings of actual fan lett ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

Davidson Development Inc. was the primary engine behind the project that came to be known as World Golf Village, an upscale development located between Jacksonville and Saint Augustine, Florida, combi ...

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Do ...

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had ...